Join Cision's Content Marketing Manager, Teresa Dankowski, and Director of Marketing, Brandon Andersen, as we pull back the curtain and give you a glimpse into how Cision US's marketing department does content marketing. We'll walk you through how we shifted from traditional PR and marketing roles to an integrated marketing team, and the best practices we've learned along the way. In this complimentary 60-minute webinar, we will discuss how: -Cision "practices what it preaches" when it comes to content marketing and PR -Traditional PR roles have shifted into new job functions -PR has spread to other job functions across the organization as a result of content marketing

1. Content Marketing and PR
How Cision Has Embraced The Shift
with Brandon Andersen, Director of Marketing
and Teresa Dankowski, Content Marketing Manager

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@cision
Follow Us!

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How to Participate Today
 During today’s web seminar,
attendees will be in listen-only
mode.
 If you are experiencing audio
issues, please contact:
GoToWebinar: 1-800-263-6317
 Submit text questions Q&A
addressed at the end of today’s
session
 Everyone will receive an email
within 24 hours with a link to view a
recorded version of today’s session

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What is content marketing?
The shift in the PR landscape
How we “practice what we
preach”
What impact has content
marketing had on our brand?
What We’ll Cover

5. Section DividerWhat is content
marketing?

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We’ve been surrounded by it…

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The barriers of entry are now down

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Golden rule of content marketing…
Provide value to
your audience.

9. Sell something and you make a
customer today.
Help someone and you create a
customer for life.
- Jay Baer, marketing consultant
and author of Youtility: Why Smart
Marketing Is About Help, Not Hype

10. Section DividerThe shift in the PR
landscape

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The changing media landscape
Paid Earned Owned

13. Why is PR uniquely positioned to do
content marketing?
Building trust
Relationships with influencers
Creating touchpoints
Natural storytellers

14. Section DividerHow Cision does
content marketing

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Videos & Photos Articles
Case Studies Blog Posts
White Papers Tip Sheets
E-Books Webinars
Infographics
… and much more!
What Kinds of Content?

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Content we create is optimized for social and
search, enabling a campaign to live on well
past it’s launch date
Perpetual campaigns (owned content)

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Our content campaigns are all about building
awareness, trust and LEADS
Calls to action

18. 4 videos
6 tip sheets
6 event presentations
10 webinars
11 videos
17 blog posts
54 pieces of owned content
1 eBook

19. Section Divider
Upsell Opportunities
Hot Sales Leads
Product Inquiries
Thought Leadership Leads
147
201
1,797
5,894

20. 2020
Relationships with Influencers

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Importance of earned media
Social Journalism Survey
19+ outlets picked up
226+ downloads

22. AMPLIFY
everywhere

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24. NATIVE
advertising
Creating content that fits
the user’s experience

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Content Marketing Suite

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40.8%
Of all traffic to blog
comes from content marketing

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+26%
Increase YoY in hot leads
+110%
Increase YoY in warm leads
+47%
Increase YoY in thought leadership leads
What’s the impact?

29. Content Marketing
and PR
Questions?
@brandonchicago
@cision